Absolutely agreed - Goforce was if anything mediocre, and right now Nvidia is no more established than anyone else (quite opposite). We have a few somewhat equally small fish in the pond, but I *do* think the others have been here longer, and still haven't gotten much bigger. Nvidia on the other hand has been in this position before, and I think they know that if they wish to get as big here as they have in the discrete space, they have to provide competitive hardware and software, they have to make their hardware extremely well-known and understood, and they have to get their IP into as many devices as possible.
I don't know how IMG as a company sees it, but I agree that at the moment NVIDIA/Tegra is their most serious (indirect!) competition.
I'm not sure if they have any Linux support plans yet but expanding to more APIs then they do right now would also help. They won't push for OpenCL I figure as early since their ALUs aren't fit yet for something like that.